Research On The Impact Of Manufacturing Enterprises’ Servitization Strategy On Enterprise Performance

Chinese manufacturers are at the middle and low end of the global value chain system.With the development of economic globalization,the industry competition is increasingly fierce,manufacturing enterprises have to improve their position in the global value chain system.The "smile curve" reveals that manufacturing generates less profit than r&d and service.Therefore,manufacturing enterprises can achieve their status in the global value chain system through service-oriented transformation.Manufacturing enterprises need the guidance of servitization strategy to carry out servitization transformation.However,not all manufacturing enterprises implementing servitization strategy can improve enterprise performance,and maintain sustainable development of enterprise performance.However,it is difficult for some manufacturing enterprises to achieve the expected results and even reduce the enterprise performance.It is precisely because of the uncertainty of future expectations that manufacturing enterprises have doubts when making strategic decisions of servitization.It is urgent for manufacturing enterprises to understand the impact of different types of servitization strategies on enterprise performance in the process of servitization transformation and how to achieve excellent enterprise performance.The theory of resource allocation points out that the way of enterprise resource allocation will affect its performance,and the degree of impact is affected by the efficiency of resource allocation.Enterprise resources are scarce,and there is resource competition between manufacturing business and service business.It is far from enough for manufacturing enterprises to rely only on their own resources to deal with the "service-oriented paradox".Manufacturing enterprises need to obtain resources from the external supply chain.Supply chain digitalization can integrate various processes in enterprises,effectively improve the efficiency of internal resource allocation,improve the connectivity between different participants in the supply chain,and help enterprises to obtain external resources and improve the allocation efficiency of external supply chain resources.It brings a glimmer of light to solve the resource conflict involved in the implementation of servitization strategy.However,few studies have considered the influence of digital development level of supply chain of manufacturing enterprises on the relationship between servitization strategy and enterprise performance.Based on the theory of resource allocation,this paper selects manufacturing enterprises that carry out servitization transformation as the research object,centering on the question "how does the servitization strategy of manufacturing enterprises and the digitalization of supply chain affect enterprise performance".This paper discusses the role of supply chain digitization in the relationship between manufacturing enterprises’ servitization strategy(supporting product service and supporting customer service)and enterprise performance(financial performance,market performance and operational performance).Firstly,the conceptual model of manufacturing enterprise sertization strategy,supply chain digitization and enterprise performance was constructed through theoretical analysis.141 valid data were collected through questionnaire survey,and the conceptual model proposed in this paper was verified by hierarchical regression analysis and Bootstrap method using SPSS23.0 software.The results show that supporting product service and supporting customer service both have a significant positive impact on enterprise performance.Supporting product services will have an indirect positive impact on enterprise performance through the mediating role of supporting customer services.Supply chain digitalization plays a positive and significant moderating role in the impact of product service support and customer service support on enterprise performance.Supply chain digitalization can positively moderate the mediating effect of supporting customer service on supporting product service and enterprise performance,which is a moderated mediating effect.Based on the practical problems encountered in the process of manufacturing enterprises’ servitization transformation,it is helpful for manufacturing enterprises to deepen their understanding of servitization strategy and provide theoretical guidance for enterprises to choose appropriate servitization strategy.In addition,it provides a concrete and feasible path for manufacturing enterprises to obtain excellent performance.Finally,it provides scientific solutions to resource conflicts in the process of implementing servitization strategy.